P&G’s Signal Summit 2024: Driving Market Growth and Value Creation

By Marc S. Pritchard – Chief Brand Officer at Procter & Gamble

Innovation is the driving force behind our ability to deliver superior products.

That’s why for more than 185 years, P&G has been at the forefront of innovation, continuously introducing products and approaches that enhance the lives of consumers worldwide.

Success in our highly competitive industry and increasingly dynamic world requires agility that comes with a mindset of constructive disruption – a willingness to change, adapt and create new trends and technologies that will shape our industry’s future. To achieve this, we need talent that is comfortable with uncertainty, embraces challenges and is consistently willing to try new approaches.

At Procter & Gamble’s 13th annual Signal event, we once again brought the outside in, inviting some of the brightest minds across industries to provide insights for action on the theme of Driving Market Growth and Value Creation.

Why do we focus on this theme? Because it’s the winning outcome we strive to achieve in the categories and countries where we compete. It’s the result of executing P&G’s integrated growth strategy: a portfolio of daily-use products where performance drives brand choice, understanding and delighting consumers by delivering irresistible superiority across product, packaging, brand communication, retail execution, consumer value and customer value.

Our strategy focuses on productivity to invest in superiority and deliver profitable growth. This involves constantly anticipating and constructively disrupting every aspect of the value chain, all led by an agile and accountable organization.

P&G is dedicated to constructively disrupting the industry by broadening our understanding of trends, embracing new technologies, and integrating external insights. This approach is critical to growing our business and serving our consumers more effectively.

To keep our strategy dynamic, we focus on key areas: supply chain, environmental sustainability, digital acumen and a superior employee value equation.

We are guided by the physical laws of the economic universe, noting particularly – BETTER BE BALANCED and MARKET REALLY MATTERS, always aiming to serve the needs of consumers, customers, employees, society and shareholders.

The content at Signal 2024 highlighted various elements of our strategy, with speakers chosen because of their ability to drive market growth and value creation in their respective industries. Each speaker demonstrated innovative ways to expand their markets and achieve balanced growth and value creation for their stakeholders. Here are a few highlights:

• Walmart is driving retail market growth across multiple categories through innovative initiatives like Walmart Connect, Walmart Data Ventures and retail media.
• Amazon is driving market growth across retail, entertainment, advertising, web services and more, through a culture focused on innovation and customer obsession.
• The NFL is growing the pro football market by attracting more and more fans through superior core game experiences and new experiences like the Draft and flag football.
• YouTube continues to expand the video content market to fill more moments with innovative viewing experiences, providing opportunities for our brands to reach more potential consumers.
• The New York Times is transforming the declining newspaper market by moving online, raising the bar on the superiority of the core offering, and offering new products such as games.
• Cianaou is growing the worldwide logistics market and driving productivity with superior performance that profitably ships any item anywhere in the world in 72 hours.
• Dominos is continually growing the home pizza market with innovative delivery initiatives and value-added menu offerings.
• Ally Financial discovered several problems to solve in personal financial services and is transforming their offerings to expand the market, especially with women.
• Athletic Brewing is building the non-alcoholic beverage market by reaching new consumer segments, expanding usage occasions and introducing new value-added products.
• The A&A Management Group is creating an entirely new market that brings new fans into sports with more value-creating player partnerships – like the Kelce brothers.
• Cincinnati-Northern Kentucky Airport transformed into a growing commercial airport and cargo hub – strengthening the core and expanding to more areas to create market growth and value.

Speaker content was reinforced with several brief segments covering substantive internal and external case studies, along with compelling insights from P&G’s CEO Jon Moeller about the strength of P&G’s integrated strategy, the power of engaging with consumers and the possibilities ahead for market growth and value creation.

As we reflect on the insights and learnings from Signal 2024, it’s clear that our commitment to driving market growth and value creation through innovation and agility is more important than ever.

By embracing constructive disruption and inspiring innovation, we are well-positioned to navigate the ever-changing landscape to meet the needs of all our stakeholders.

Together, we can continue to lead the way in delivering superior products and experiences, driving sustained growth and success for P&G.

Here’s to another year of innovation, growth and value creation.